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Are consumers moved by a crying tree or a smiling forest? : effects of anthropomorphic valence and cause acuteness in green advertising
Chang, Chun-Tuan; Lee, Hsiao-Ching; Lee, Yu-Kang - In: Journal of advertising research 62 (2022) 4, pp. 367-384
Persistent link: https://www.econbiz.de/10013532002
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What sells better in green communications : fear or hope? : it depends on whether the issue is global or local
Lee, Yu-Kang; Chang, Chun-Tuan; Chen, Pei-Chi - In: Journal of advertising research 57 (2017) 4, pp. 379-396
Persistent link: https://www.econbiz.de/10011884937
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How to use a spokesperson's smile effectively : smile intensity, consumer self-construal, and brand relationship determine and effectiveness
Chang, Chun-Tuan; Lee, Hsiao-Ching; Lee, Yu-Kang; … - In: Journal of advertising research 61 (2021) 4, pp. 436-455
Persistent link: https://www.econbiz.de/10012813778